Facebook campaigns are better than TV! That’s the overall message that one could have taken from Jerry Daykin’s talk at our JUMP conference last week, where the Mondelez EU social media manager shared some insights from the brand’s recent Crème Egg campaign.

But before you write an angry letter to the editor, there are obviously a number of caveats involved that will be explained forthwith.

Mondelez has a strong heritage of creating outstanding social content thanks to its various sub-brands which include Oreo and Cadbury.

One obvious case study is the over-hyped Oreo’s Super Bowl tweet that has become renowned in marketing circles for being the very definition of real-time advertising.